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CUT TO BUILD

basics
Industry: Office equipment
Media:Promotion & Event
Market:Thailand
Style: Minimalism
descriptioncnen
Describe the brief from the client
In Thailand, OLFA is a cutter brand that was known only among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its hundred plus cutter models. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by organizing an exhibition to demonstrate the product performance of OLFA cutters.

Promotion Development
In order to demonstrate the product performance of various models of OLFA cutters, we created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task required of it.

Results
In one week, over 20,000 people visited the store
Sales increased by 200% comparing to the normal shop
Free earned media as a number of websites reported on the store
The store ignited interest in art of paper cutting

Relevancy to Product/Service
This is the first time in Thailand that the Pop-Up Store does not only display the product, but also demonstrate its performance. This became a direct experience with where the customers witnessed the effectiveness of OLFA cutters firsthand. Every detail of the Pop-Up Store, including product packaging and salespersons outfits were creative using OLFA cutters. The product’s performance also inspired customers to create their own paper arts using OLFA cutters.

Also, on the special occasion of the brand’s 57th anniversary celebrations, the Pop-Up Store improved brand recognition as the world’s first snap-off blade cutter that offers a variety of highly effective products perfectly suited to every task required of it.

In Thailand, OLFA is a cutter brand that was known among a specific group of customers such as architects and arts students. In 2013, the brand wanted to celebrate its 57th anniversary and recruit new customers by promoting the superior performance of its 100+ cutter models. We created a Pop-Up Store under the concept ‘Cut to Build’, where every structure down to the smallest detail was crafted from cutting and engraving paper into the desired shapes. This exhibition demonstrated the effectiveness and suitability of the hundred plus models of OLFA cutters in every task.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Account Manager:
Producer:
Director:
Cameraman:
Editing:
awards
D&AD 2014
Nomination Branding
Brand Experience & Environments
D&AD 2014
In-Book Spatial Design
Temporary Installations
The One Show 2014
Merit Experiential Advertising
Installations
Cannes Lions International Festival of Creativity 2013
Silver Design
Temporary Retail
Cannes Lions International Festival of Creativity 2013
Silver Promo
Best Temporary In-Store Displays in a Promotional Campaign
Cannes Lions International Festival of Creativity 2013
Bronze Promo
Business Products & Services
London International Advertising Awards 2013
Silver Design
Art Direction
London International Advertising Awards 2013
Bronze Design
Environmental Installations/Displays - Temporary
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